How startups create a

frictionless 

experience

by @boardofinno
Any sufficiently advanced technology 

is indistinguishable from magic.
- Arthur C. Clarke
MAGIC
can be created by delivering
extreme convenience
to customers via next-gen
technology & business models
MAGIC invisible

extreme convenience
speed
brainless
trigger

In this deck:
Learn how other companies
nail this combination.
Want to boost intrapreneurship
in your company?

More info about our

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Or mail us via hello@boardofinnovation.com

 deck by boardofinnovation.com - intrapreneurship consultancy

INVISIBLE

flickr cc willowm
 deck by boardofinnovation.com - intrapreneurship consultancy

INVISIBLE
FOCUS ON
Complexity happens in the background - simplicity - frictionless - no hassle
outsource tasks - no heavy lifting - someone else will take care of it
 INVISIBLE
Example:
Could somebody fix te squeaky hinge at 

home while I’m away? Just do it for me!

zaarly.com takes chores off

your plate.

This on-demand service verifies

for you the technical expertise &
skills of experts.

Checks the authenticity of user

reviews.
 INVISIBLE
Example:
Can someone remove the snow from
my driveway?

plowzandmowz.com let you

order a service man on-demand.

You’ll receive a photo of your

slowed driveway! #proof
 INVISIBLE
Example:
Have someone walk your dog while you’re
on date, at work,…

worthee.com makes it happen:

Each walker is also Pet First Aid

and CPR Certified. #trust
 INVISIBLE
Example:
Someone else will bring your kids from
soccer practise to a friend.

shuddle.us offers trustworthy

drivers for you.

Would you put your kids in a car

with a ‘stranger’ in exchange for
more quality time?

Extensive background checks,

including criminal records.

Real-time tracking via an app.

 INVISIBLE
Example:
Banking: invisible automatic savings by Digit
based on your habits.

Based on your spending

behaviour Digit transfers a
couple of dollars to a savings
account.

Every 2 or 3 days, usually $5-50

Important: They have a

“no-overdraft guarantee”
Pssst… if you want you can
Download this deck as PDF
 deck by boardofinnovation.com - intrapreneurship consultancy

BRAINLESS
TRIGGER

flickr cc cszar
 deck by boardofinnovation.com - intrapreneurship consultancy

BRAINLESS
TRIGGER
FOCUS ON
the smallest action to start the service - do without thinking - proactivity
1 step is all it takes - trigger is the experience - no effort

flickr cc cszar
 BRAINLESS
TRIGGER
7 different triggers
to learn from.

tap button voice photo text hashtag behaviour

 BRAINLESS
TRIGGER
7 different triggers
to learn from.

tap button voice photo text hashtag behaviour

Yes, there are more but in this deck I don’t

focus on triggers that might only be used once a year:
(e.g.: Gestures: Waving at Nest Fire Alarm)

Your feedback is welcome via @nickdemey

 BRAINLESS
Example:
TRIGGER Example:
1 tap to order pizza Make your own magic-button:

pushforpizza.com ifttt.com/products/do/button

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
A physical button as a trigger A button in your headphone slot

www.flic.io
pressybutton.com/

tap button voice photo text hashtag behaviour

 BRAINLESS
TRIGGER
Many more examples exist…

Most developers are still looking for the

best use case.

Often a setup process is required, still too

complex for the average user.
http://bt.tn

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER
Call a private VIP concierge service

For $19.000 you have the 


Vertu Clous De Paris
smartphone.

Expensive, but you can call

someone & ask whatever you
want:

“Cancel my flight & book me an

exclusive dinner tonight in NY.”

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
Your Smart TV is listening. Just talk to order groceries.

Read more: Samsung TV spying? Dash also has a barcode scanner for
extra convenience. Amazon Echo (related)

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
Point at clothing to shop ASAP54 1 Photo = all real-estate info

Homesnap uses more ‘inputs’ than just the

Related: detect the clothes photo. (e.g. location data)
people wear on TV: looklive.com

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER
Ask whatever you want: getmagicnow.com

Magic takes an additional fee

on top of the products/services
they arrange for you.

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
Text based assistant: Cloe Or Amy, for scheduling meetings

More examples: The Future of Text,

jarv.co , a rare(!) male assistant

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
do your banking via Hashtags #AmazonCart to shop.

Related: 2 years ago already, 


Sina Weibo sold 666 cars in a similar way.
Account holders receive feedback (Jifi)
via Direct Messages (Twitter)

tap button voice photo text hashtag behaviour

 BRAINLESS
TRIGGER

where the magic

happens
tap button voice photo text hashtag behaviour
 BRAINLESS
TRIGGER
Based on my real-time travel behaviour, different actions happen:

When I’m heading home, my Tado thermostat

anticipates my arrival & turns on the heating.

When I’ m almost at our

@boardofinno office,
this app will launch a TXT
message to pay for my
parking ticket.

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER Example:
Light only where people are. SleepCycle monitors your sleep.

See presence detection movie: tvilight.com

Wakes you up when you are in ‘light sleep’

tap button voice photo text hashtag behaviour

 BRAINLESS
Example:
TRIGGER
follows your reading flow: Blendle

On a side note:
Our behaviour is being tracked by 1000
companies each day, but rarely triggers
actions for our own benefit as a user.
#tothinkabout @nickdemey for feedback.

If you buy an article, but stop reading

<15 sec you’ll get your money back.

tap button voice photo text hashtag behaviour

 BRAINLESS
TRIGGER
Imaging the automagical services that will use all our behavioural data!

Monitor Muscle ElectricFoxy Pulse Automatic tracks how

contraction: Leo tracks heart rate you drive.
 Industrial Innovation workshop (Lausanne, Switzerland)
by boardofinnovation.com

What other examples should we add?

Let us know @nickdemey - @boardofinno
 deck by boardofinnovation.com - intrapreneurship consultancy

SPEED

flickr cc lazyousuf
 deck by boardofinnovation.com - intrapreneurship consultancy

SPEED
FOCUS ON
no second to waste - instant gratification - bare minimum steps & intervention
experience of a quick solution - want it now

flickr cc lazyousuf
 SPEED
Example:
Amazon Anticipatory Shipping

Amazon follows your buying behaviour 


(+ millions of other people).

When they notice you probably will buy a

product in the near future, they already
ship that item to a warehouse near you.

This to make sure an item can be delivered

hours after you clicked ‘buy’. #smart

This patent is clever at so many levels!

 SPEED
Example: Example:
Instant access to quiet rooms Be the eyes for blind people

shows lofts, apartments to work This app offers live video/chat to give
on your own (Breather) guidance to blind people. ‘I need help, now!’
Instant access via PIN code.
Related: Solved - Instant help everyone.
 SPEED
Example: Example:
Summon a drone (like a taxi) Do my groceries, bring within 1h

Use voice commands to request a Drone

to take a selfie, for security,… learn more
Instacart takes your shopping list & sends
someone to the store for you.
 deck by boardofinnovation.com - intrapreneurship consultancy

CONVENIENCE
Who nailed it?

flickr cc joshbousel
 invisible

speed

Examples that
brainless
really fit here. trigger
 user goal
“I want to get rid of my old stuff & get paid.”

The eBay experience -vs- The Gone experience

Gone App
 This is what convenience looks like at

“EBAY”
Snap a photo Set a price Trust buyer? Visit Postal office

Fill in form Follow auction Find packaging Receive money

 This is what convenience looks like at

“GONE”
Gone App
Snap a photo

they find the best price, ship a box, pick-up

Fill in form Receive money

 This is what convenience looks like at

“GONE”
Snap a photo

no good price?

Fill in form Receive money

option to recycle/donate

ship a box, pick-up

Get Tax Write-off
 but… services like this are very new.
So far, the experience seems (almost) flawless:

A similar startup UseSold got acquired by Dropbox

Another new player: OfferUp
Other related companies that are nailing it:

Example:
Shyp: Send items, hassle-free Someone will
Snap a photo Pick-up item

Share details
No packaging or complex administration
needed. Someone else will take care of it!
Other related companies that are nailing it:

Example:
Amazon Flow: Point for price & info
Point camera

1-click to order
Even the action of taking a picture has been
removed. Just point to see the all relevant
product info. Very powerful!
Other related companies that are nailing it:

Example:
(Optional)
Copy keys with photo: KeyMe Send Digital copy
Snap a photo to a contact

Click Order
TO CONCLUDE
2 routes to deliver convenience

MAKE IT EASIER
FOR A USER.
Strip extra steps, pre-fill,
use smart inputs (photo),…

LET SOMEONE ELSE DO IT

Outsource the task,
remove the hassle from the user
2 routes to deliver convenience
MAKE IT EASIER FOR A
USER TO LET SOMEONE
ELSE DO IT. #WIN
Pssst… if you want you can
Download this deck as PDF

Related: Slideshare presentation

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